6. Listerine – the self-made solution to bad breath

But in the 1920s, Listerine started positioning themselves as a cure for chronic halitosis, aka bad breath.

Their ads dramatized how people were turned off by those with bad breath, then presenting Listerine as the solution.

Even though bad breath wasn’t a big deal then, Listerine became a multi-million dollar company in less than 10 years.

Listerine essentially made bad breath a problem, and then sold the problem-solver.

7. De Beer’s “A Diamond is Forever” campaign

Similar to Listerine, the perception that the diamond engagement ring was the symbol of love and commitment was planned.

During the 1930s economic depression, the sale of diamond rings weren’t looking good. Moreover, the perception then was that diamonds were the stuff only super-rich people could afford.

Diamond cartel De Beers sought to change that perception, by running a series of ads with the slogan “A Diamond is Forever”. It sold the idea that diamond rings weren’t simply jewelry, but the ultimate symbol of love and promise.

Blowing two month’s salary on a ring was ridiculous, but spending it on a promise of your never-ending love made perfect sense.

Our perception of diamond rings being the ultimate form of engagement rings today is proof that new associations can be made, and maintained for as long as you desire.

C. Appealing to our Self-Interest

When selling your product, you may be very keen to show your customers what your product can do. But from a customer, they might not always understand or care about features.

Instead, they care about how your product can benefit them.

People may not know the difference between a two-blade and a four-blade shaver, but they know that they want a smoother and more comfortable shave.

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